This paper brings to political science a new decision-making model based on research in consumer behavior. Individuals do not necessarily make choices from the universe of alternatives; rather, they choose from a “consideration set,” a notion derived from both utility maximization and information processing theories. Here I apply a model of heterogeneous consideration sets to voting in the 2000 Mexican national election. I argue that the sub-national variation in the strength of Mexican parties leads to heterogeneous consideration sets, resulting in individuals with identical issue preferences and personal attributes making different voting decisions. Application of this model provides both interesting substantive conclusions about vote choice in Mexico and a more general theoretical innovation regarding vote choice.
Political Behavior – Springer Journals
Published: Nov 8, 2007
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